J.D. Power Asia Pacific Reports:
Luxury Vehicle Owners in India Expect
Communication and a Quick Turnaround When Their Vehicle Is Serviced
BMW Ranks Highest among Luxury Brands in Customer Service Satisfaction
SINGAPORE: 19 December 2013 -- Luxury vehicle owners in India
place a premium on time, so the faster that dealerships service their vehicle,
the higher their level of satisfaction, according to the J.D. Power Asia Pacific 2013 India
Customer Service Index (CSI) StudySM released today.
The study, which for the first time measures
after-sales experience satisfaction separately in two segments - luxury and
mass market. It measures satisfaction among luxury vehicle owners who visit an
authorized dealership service center for maintenance or repair work between the
first 12 to 24 months of ownership. The study measures overall satisfaction in
five factors (listed in order of importance): service quality; vehicle pick-up;
service advisor; service facility; and service initiation. Overall customer
satisfaction is measured on a 1,000-point scale, with a higher score indicating
Overall satisfaction among customers whose vehicles
after service are returned within four hours is 907 index points. This is 65 points higher than among those whose
vehicle servicing takes more than four hours. "Vehicle service is an essential
errand that needs to be completed within the least possible time," said Mohit
Arora, executive director, J.D. Power Asia Pacific. "In the luxury vehicle
segment, the pressure for faster service turnaround is higher than in the mass
market segment, in which owners are relatively less time-sensitive."
Additionally, luxury vehicle owners expect their
dealerships to be proactive in all forms of communication. Luxury vehicle
owners in India expect service advisors to keep them informed throughout the
service process, beginning when they arrive at the dealership with an
explanation of the work to be performed and an expectation of when it will be
finished, to a thorough explanation after the service is completed. These
activities are standard expectations among luxury customers which have a significant
negative impact when they are not performed.
"Consumers pay a premium for a luxury vehicle, and with
that price comes the expectation of a higher level of service from the dealer
workshop, "said Arora. "Dealers need to align their service processes with
these needs or exceed customer expectations in order to further enhance their
Luxury vehicle owners who are highly satisfied with
dealer service tend to have higher levels of advocacy and loyalty to the
dealership and the brand. Among luxury owners who are "highly satisfied" with
their service experience at the dealership (overall service satisfaction scores
of 973 and higher), 98 percent say they "definitely would" revisit their
service dealer for post-warranty service. In comparison, only 57 percent of "highly
dissatisfied" owners (overall service satisfaction scores of 820 and lower) indicate
the same. Similarly, 91 percent of "highly satisfied" owners say they
"definitely would" purchase their next vehicle from the service dealer,
compared with just 37 percent of those who are "highly dissatisfied."
Overall luxury customer satisfaction with their
dealership service experience averages 876 in 2013, 42 points higher than the
mass market average of 834.
BMW ranks highest among luxury brands in customer
satisfaction with a score of 892. BMW performs particularly well in the service
The 2013 India Customer Service Index Study for the luxury segment
is based on evaluations from 238 vehicle owners. The study was fielded from May
to August 2013 and includes owners who purchased their vehicle between May 2011
and August 2012.
About J.D. Power Asia Pacific
J.D. Power Asia Pacific has offices in Tokyo, Singapore,
Beijing, Shanghai and Bangkok that conduct customer satisfaction research and
provide consulting services in the automotive, information technology and
finance industries. Together, the five offices bring the language of customer
satisfaction to consumers and businesses in Australia, China, India, Indonesia,
Japan, Malaysia, Philippines, Taiwan and Thailand. Information regarding J.D.
Power Asia Pacific and its products can be accessed through the Internet at www.jdpower.com.
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